Lululemon rival uses social skills to win over fans

Quebec-based fitness-wear maker Lolë is gaining on market leader Lululemon Athletica, a feat accomplished with a social-media marketing focus that eschews traditional advertising in favor of word-of-mouth, social chatter and shining a spotlight on celebrities who wear the brand. Sales have increased 87% since the company parted from its ad agency and shifted to social two years ago.

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